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A Fruit Company Says it’s Bringing Justin Timberlake’s “Braspberries” to Stores
Bai Antioxidant Infusions
He’s a singer, dancer, actor, five-time Saturday Night Live Host, Man of the Woods, Janet Jackson turncoat, and denim-on-denim icon. Yet Justin Timberlake has found the time to herald one viral joke through its natural lifecycle, from Instagram video, to TV commercial, to completely unnecessary corporate product.
It all started in December, when Timberlake observed that blueberries fit perfectly inside raspberries, forming a deliciously sweet and tart berry he dubbed the “braspberry.”
Fast forward to last week, which found antioxidant juice company Bai debuting a commercial featuring Timberlake evangelizing about his berry-combo creation.
And now the berry company Driscoll’s has announced that they’re making the braspberry a reality.
The idea of Driscoll’s braspberries lining grocery store produce aisles seems to fall squarely in the realm of “believe it when we see it.” But Food & Wine reports that the stunt is very real.
Driscoll’s confirmed that though this berry mashup isn’t on the market yet, they are currently being packaged for promotional purposes. “From a social media perspective, we saw the braspberry craze take off, and it was only logical that Driscoll’s as the berry market leader would innovate the opportunity,” said Frances Dillard, the company’s director of marketing, global brand lead. “Driscoll’s commands 90% market share of raspberries and is the trusted brand for all fresh berries.”
The company hopes to take the braspberry to mass market—once they find an easier way to make it. As of now, each blueberry is individually stuffed into each raspberry by hand.